Responsible Choice: Choose Good. Feel Better.

With our Responsible Choice portfolio, we want to offer a special range of products that have been selected responsibly.

Every product with the Responsible Choice label meets several of our defined attributes, which are based on a clear and strict set of criteria. We take into account comprehensive data along the entire value chain – from manufacturing to end use – and include external certifications.

Our selection follows transparent evaluation criteria and ensures that selected products impress in their category with a particularly responsible overall performance.
Our minimum requirements are ambitious: only products that perform above average in several checked areas receive the Responsible Choice badge.

Recycled material
These products or their packaging contain recycled materials. This conserves our raw-material sources and is a valuable step towards a circular economy.

Refills or Refillable
This product comes in an especially resource-saving package as a refill, or this product is also made in a refillable packaging.

Organic
This product meets the highest standards of organic production and processing. In plain terms: No chemical plant protection or fertilizers, less additives and no GM technology.

Purely essential ingredients
This product is formulated without harsh sulfates, parabens, or mineral oils – embracing only ingredients that are uncritical. 

Vegan
This product is completely free of animal products and derivatives, both in its ingredients and packaging.

B Corp
The manufacturer of this product has earned B Corp certification for its outstanding societal and environmental contributions, awarded by the non-profit organization B Lab. 

Fair
This product respects fair and ethical working conditions, certified by a widely recognised authority – fair wages, fair work.

Emissions-Optimized Bottle
This bottle is emissions-optimized: either through lightweight design or by using an energy-efficient production process – resulting in lower CO₂ emissions along the supply chain.

Paperbased Packaging
This packaging consists of at least 95% paper or cardboard. An environmentally friendly alternative to plastic packaging.

The assessment of our Responsible Choice articles is based on certifications and product data that are reported by suppliers on an article-specific basis. Our assessment system is continuously being developed.